Motorola CeBit (2003)

When I was creative director of Brand Integration Group (BIG) at Ogilvy & Mather, Los Angeles, my team was tasked to evolve Motorola’s brand visual language for global implementation and to launch it through the design of Motorola’s booths for three trade exhibitions: “3GSM” in Cannes, France, “CeBIT” in Hannover, Germany, “CTIA” in New Orleans, USA. CeBIT is Europe’s largest information technology trade show, held every year in Hannover, Germany. It is the premier event for manufacturers to introduce products, showcase innovations and unveil the marketing strategy employed to conquer the market.

To succeed I lead a team of nearly fifty amazing hard-working people through a minefield of inhuman deadlines. We directed photo shoots, worked with architects and programmers, directed short films and digital animations, and created a robust visual lexicon for global implementation. Central to the evolution of the brand visual language, was for all design elements to emerge from the formal qualities of the Motorola “emsignia” in order to be appropriate (to have properties of the original form). The grids of concentric dot patterns and geometric phone patterns follow this creative direction in form and behavior.